Huggies And Circle of Moms Team Up to Reach New Mothers on Facebook
Sponsoring established Facebook applications with large audiences continues to be a powerful way for brands to market inside Facebook. In fact, we reviewed several such campaigns from BMW, U2, and St. Martin’s Press in our recently released Best and Worst of Facebook Marketing 2009 report.
The latest interesting example comes from Kimberly-Clark, who has teamed up with Circle of Moms, a large community of moms built on Facebook and Facebook Connect, to promote Huggies brand baby diapers. The integration brings Huggies’ Enjoy The Ride program to members of Circle of Moms, with special rewards codes, expert advice, polls, and mom-to-mom tips. 36,000 Moms took Huggies-branded polls, and there have been more than 61,000 forum posts to date.
According to AppData, Circle of Moms has a monthly active membership of nearly 1.5 million users, connecting Facebook moms through specialized groups, with moms sharing stories, advice, and doctor recommendations. The application was launched in October 2008, and doesn’t allow any males (or at least anyone who says they’re male on their Facebook profile) into the community.
The Enjoy the Ride rewards program targets new moms, with age-specific diaper advice, forums, a reward points program, and the chance to win free diapers for a year. You can access the program, which is also being promoted on the Huggies Facebook Page, through the Huggies Zone inside Circle of Moms.
Appssavvy and Mindshare brought Huggies and Circle of Moms together.
“We are very proud of the incredible community the millions of moms have created through Circle of Moms,” said Ephraim Luft, CEO of Circle of Moms. “Huggies is the exact type of brand our partnership with appssavvy is designed to engage with Circle of Moms. Its rewards program, added-value content and expertise simply improve the community and enable a leading brand and its tgarget audience to connect in positive ways.”
Huggies will increase its exposure on Facebook dramatically with the new partnership, injecting its brand directly into the sightline of its target demographic.
June 29th, 2009 at 4:21 pm
[...] Via: Inside Facebook [...]
July 6th, 2010 at 8:13 pm
I am a mother of 7 and also raised two of my sister children, which are all grown. I have 33 grandchildren and would like to participate in this circles of mom. my expertise can be vital in the education of mothers, aunts, sisters,teachers and women period. looking forward to connect with mothers all over. I am also a Rev. preacher, I can help in morals department also.
October 20th, 2010 at 6:00 pm
yeah, well it would help for extra observant diapers to be donated to the mothers that neglect their children while all day every day on the community not really interacting with their family and kids. Oh,and yes, a TIGHT circle of mothers that are developing the Internet Addictions symptoms.
http://www.khaleejtimes.com/Displayarticle08.asp?section=technology&xfile=data/technology/2009/September/technology_September21.xml
and all the while on our tax payers monies using welfare to confine themselves to be stay at home moms on such a community, that they and the children are on housing assistance and welfare just to seriously STAY HOME AND COMMUTE. Of course thanks to having children, it wouldn’t be possible to sit at home on welfare and pretend like they are honorable mothers. (this is only pertaining to those you see posts every day ALL THE TIME AT ALL TIMES.) Yes. I share this because there is way to much bullying and man hating women that end up single mothers relying on the site it was to disgusting to stay within such a community.
Especially for knowing personally some mothers on there that would rather pick the internet over their marriages and then when divorced deprive their children of such sweet life for the Internet, which I have heard some children say is “HER LIFE”. And as far as advice, there is no real ones I found besides opinions. And that was opinions of moms that are incapable of even being mothers. Such as one that I found was a mentally ill mother as a pedophile and neglects her children to post and read all day.